Role of Data Analytics in Digital Marketing

There is a lot of misunderstanding over role of digital data analytics in modern day marketing.

Most of the people in digital industry (especially the agencies), put the data, ahead of the consumers and audience.

While the data analytics tools have made rapid advancements in the last 5 years, understanding different data types in marketing, and how do we use those data types for making real business decisions, is something which gets sidelined .

‘How can we use the data for marketing?

As David Porter, VP of Media AAR for Unilever, says in one of his interviews:

Consumers are after all people, not numbers. These aren’t just hands that need washing or stomachs that need feeding. These are real people who need real communications. Data is just the way to help us get there.

 

Data analytics FOR simplifyING DIGITAL STRATeGY

 

Too much of data can really complicate the matters for the brand.

According to a Google Insights Report:

61% of marketing decision makers said they struggled to access or integrate the data they needed last year.

 

The report also mentioned, that the issue of data integration isn’t going away, as the amount of data being created continues to grow.

What’s the point of capturing and collecting so much data which makes us lose our focus?

A clear strategy around managing your data analytics systems is the most fundamental aspect in every digital strategy.

But alas, the idea is not as obvious to many people in our industry (that includes the clients and digital agencies)

DATA ANALYTICS FOR Choosing the DIGITAL METRICS

 

We live in divided times, both politically and commercially. You either believe in the power of digital metrics or you don’t. Sitting on the fence is no longer an option.

With so many different platforms, marketing channels and complex ad-tech systems, understanding or selecting the right metric has become a never ending nightmare.

For beginners, even before you choose metrics, you must create a measurement plan matching your business requirement.

In a world, where there is infinite data sets available at our fingertips, it can be tempting to go crazy and analyse the whole lot, but fine-tuning and being precise is vital to ensuring that ROI remains high and time is not wasted.

Data Analytics For FINDING MARKETING Insights

 

Neither data, nor analytics can be called sexy.

For a marketer, the sexy side of data analytics is called ‘the insights’.

Also read : Difference between Data, Analytics & Insights

No wonder the presentations are not done on Microsoft Excel.

Needless to say, marketing teams love insights.

And not just any insight, insights which are actionable.

Hence, role of data analytics is not just to spot trends but convert them into meaningful insights.

Data Analytics for CUSTOMER JOURNEy MAPPING

 

Data Analytics for Customer Journey Optimisation

According to a study conducted by MarTech company Signal, just 6% Of marketers have a single view of the customer (see above graphic).

With so many marketing channels influencing the purchase decision, customer journey is no longer linear.

Thanks to social media channels, customers can connect and interact with the brands in real time.

More often than not, Marketers have to deal with a moving puzzle due to lack of inter-operatability between various digital marketing platforms.

Role of data analytics is also to track & optimise marketing communication at every touch point and provide best possible channel attribution for maximising ROI.

Digital Trends showing Mobile as de-facto for content consumption

In the past half a decade, various consumer & media researches have shown a downward trend for Digital Consumption on PC, and it is no longer a breaking news for the hardware manufacturers around the globe.

Mobile is de-facto for interactive content consumption

When it comes to digital consumption for content, Smartphones & Tablets have become the de-facto device for all audience segments and hence the most preferred platform of engagement for the advertisers. In terms of media consumption, tablets are perfect devices.

More portable than a laptop and yet larger than the minuscule screens of phones, tablets are easy on the eyes and allow you to really get immersed in the content while still being able to take on the go.

In the past 12 months, Millennial Media digital trend reports that the number of internet users grew by 4% to 201 million users. However, mobile-only users grew nine times faster during the same time period while desktop users decreased by 45%.

Here’s what Millennial Media found out:

There were few content categories that were consumed on Mobile Devices more than the Desktop Computers:

  • Streaming Radio: Mobile = 95% (79% smartphones and 16% tablets) and Desktop = 5%
  • Games: Mobile = 85% (79% smartphones and 6% tablets) and Desktop = 15%
  • Social Media: Mobile = 72% (61% smartphones and 11% tablets) and Desktop = 28%
  • Weather: Mobile = 70% (61% smartphones and 9% tablets) and Desktop = 31%
  • Retail: Mobile = 53% (39% smartphones and 14% tablets) and Desktop = 47%

Content Categories Consumed on Desktop Computers More than Mobile Devices:

  • News: Mobile = 45% (39% smartphones and 6% tablets) and Desktop = 55%
  • Sports: Mobile = 44% (38% smartphones and 6% tablets) and Desktop = 56%
  • Food: Mobile = 42% (27% smartphones and 15% tablets) and Desktop = 58%
  • Business/Finance: Mobile = 38% (36% smartphones and 2% tablets) and Desktop = 62%
  • TV: Mobile = 33% (22% smartphones and 11% tablets) and Desktop = 67%
  • Travel: Mobile = 32% (21% smartphones and 11% tablets) and Desktop = 68%
  • Auto: Mobile = 24% (19% smartphones and 5% tablets) and Desktop = 76%
  • B2B: Mobile = 20% (12% smartphones and 8% tablets) and Desktop = 80%

Content Categories Consumed Equally on Mobile Devices and Desktop Computers:

  • Health: Mobile = 50% (45% smartphones and 5% tablets) and Desktop = 50%

Digital Trends : App consumption versus mobile web

  • Time spent consuming content on mobile devices is overwhelmingly huge through mobile apps, according to comScore data.

According to Mediabriefing:

2014 was the first year in which more time online was spent in mobile apps than on desktops, and mobile web barely got a look-in. That’s not the case for news consumption, but publishers should take note of those proportions are underscored by an increase in the time spent in-app for news applications, which analysts Localytics showed rose 14 percent over the past year.

While mobile responsive websites are likely to remain a priority for publishers, people are increasingly choosing to consume news in-app on their mobile devices, more and more publishers would be looking to  build their native app in 2015.

Popular categories in Apps belong to leading news content publishers

According to statista, business, lifestyle and entertainment categories are in the top app categories of 2014. If you are a Television Producer or a Programming head of any popular TV Channel, you have every reason to go ecstatic seeing the possibilities that Smartphones & Tablet can offer.

What this also meant is that content producers can no longer create & distribute their content from a myopic standpoint as it is now being viewed across multiple devices.

Mobile doing better than Tablets in e-commerce conversions

According to recent report on Marketing Land:

Device trends held steady, with mobile devices (tablets and smartphones) accounting for 42 percent of traffic and PCs driving 58 percent of shopping traffic. Smartphones continued to lead tablets, driving 24 percent of traffic compared to 18 percent for tablets.

PCs accounted for 73 percent of orders in week two of December, tablets drove 12 percent and smartphones drove 15 percent of orders.

Digital Trends : Publisher priorities in 2015

Recently, Jeff Jarvis pointed out we’re all mobile now, since the ubiquity and interconnectivity of tech means we’re essentially always connected to the internet and whatever information we need. He argues this means publishers need to focus less on delivering content tailored to individual platforms and more on the context (location, time etc.) of its audience at a given time.

All these stats point in the same direction, with tablets on the rise, consumer is shouting out loud to the media companies & brands to create responsive web experience & highly engaging content that is available across devices.